How to create customer profiles / buyer personas for B2B Sales

Most know nothing about their customers

To understand your customers, you need a new perspective

We hire products to do things for us

To deepen your knowledge of the subject I would like to advise you to read Clayton’s article “Know Your Customers’ “Jobs to Be Done”. It contains some additional insights that will help you to better understand the concept and move you closer to find the jobs to be done for your customers.

Karen Dillon, Contributing Editor of Harvard Business Review and co-author of Competing Against Luck, participated in a podcast where she discusses the “Job to be done” theory and give some good advice. To listen to it — CLICK HERE

The 30 Elements of Value

The elements fall into four categories: functional, emotional, life-changing, and social impact. These elements are a great way for you to start asking yourself what elements of values you can deliver with your business model.

How to create customer profiles / buyer personas for B2B Sales
How to create customer profiles / buyer personas for B2B Sales

The complete set of tools to build a customer profile

Value Proposition Canvas

You can learn more about the book, download 100 pages for free and buy it by clicking HERE. To download the value proposition canvas click HERE and you should register so you can download all the extra tools Startegyzer offer for free at -> Download Tools. Strategyzer did a webinar where they answered the most common questions about the Value Proposition Design and could be valuable to listen to, click here to listen.

The questions you need to ask
Once you have downloaded all the tools, you need to create your customer profile by asking questions to yourself, your colleagues and your customers. The questions are divided into three sections. Customer Jobs, Gains, and Pains. My suggestion is that you print the Value Proposition Canvas. Get pens and a lot of post-it notes. Place everything in front of you and if possible your colleagues. Start to write down customer jobs, pains och gains on post-it notes. Make sure to write only ONE on each post-it note. Most likely you will create 30–50 different post-it notes once you get started. Place the post-it notes on each section, so you carefully divide jobs, pains, and gains. Once you are done, I want you to take all jobs post-it notes and now sort them in order of most important. Do the same with gains and pains. Below you have a description to get you started.

Customer Jobs
Describe what a specific customer segment is trying to get done. It could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy.

What functional jobs are you helping your customer get done? (e.g., perform or complete a specific task, solve a specific problem, …)
What social jobs are you helping your customer get done? (e.g., trying to look good, gain power or status, …)
What emotional jobs are you helping your customer get done? (e.g., esthetics, feel good, security, …)
What basic needs are you helping your customer satisfy? (e.g., communication, sex, …)

Customer Gains
Describe the benefits your customer expects, desires or would be surprised by. This includes functional utility, social gains, positive emotions, and cost savings. You could be very tempted to start adding all the features your product or service may have. Make sure you don’t lock in yourself. Try to be honest and write up gains you don’t support yet and gains you do support.

Customer Pains
Describe negative emotions, undesired costs and situations, and risks that your customer experiences or could experience before, during, and after getting the job done.

You are finished when…
Once you have sorted all your post-it notes you have a customer profile. Create a word document and document the customer jobs in order of importance with a comment, do the same with pains and gains.

The customer profile can now be used for marketing to create strong messages. For sales to create better value propositions and for product management to understand the customers.

Buyer Personas

Pamela Vaughan has written the article How to Create Detailed Buyer Personas for Your Business for Hubspot and I think it is good plus you can download their template all for free. Pamela’s tools is a perfect choice if this is the first time you are building a Buyer Persona.

For a more useful and actionable B2B Buyer Persona I strongly recommend that you check out Richard’s article How To Create Actionable, Goal-Directed B2B Buyer’s Persona. His perspective is a more complete persona that will give you the deep understanding about the prospect. Your new insights will help you to create better marketing, better sales processes, better sales tools, etc and help you reach your goal — Increase Sales and acquire Happier Customers.

B2B Buyer Personas and Customer Profiles
B2B Buyer Personas and Customer Profiles

Use customer profiles / buyer personas to build Value Propositions

Use customer profiles / buyer personas to create a B2B Sales Process


Read the full article How to create customer profiles / buyer personas for B2B Sales

Growth, Sales, Marketing, and Digitisation Strategist | CEO Up Strategy Lab — Helping Scaleups Grow Faster

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